The Power of Visibility

While attending a recent business networking event, a small business owner asked me, “What does boosting online visibility mean? Is it just paying for more online advertising?”

He was surprised when I told him he didn’t need to spend money on paid advertising.  He was promoting his business on social media but did not have a website or any recent customer reviews, and just those two things would significantly impact his visibility.

So, how does a business build an online presence that boosts visibility?

·      Have a clear understanding of the target audience

·      Present consistent brand identity across multiple platforms

·      Provide value

·      Leverage social proof and engagement

Online visibility is very different from simply existing online, which is more important than ever. Think of your online presence as a cost-effective internet billboard that strengthens brand awareness and establishes credibility for your business 24/7.

Small businesses with a website grow 2X as fast as those without.    

More than 80% of shoppers research a business online before making a purchase, and they rely on multiple online sources of information.  Positive online customer reviews and your response to them are vital to your business during this potential customer decision-making process. 

Businesses with more than 25 recent reviews (posted within the past 90 days) earn 108% more than average. 

A website, social media presence, and recent customer reviews add credibility, leading to higher conversion rates and increased customer retention.

The Foundation of Building an Online Presence

Understanding your target audience is the foundation of building an online presence. 

According to Harvard Business School, only 42% of marketers know their audience demographic, and less than half know their interests and hobbies.

It is important to begin with basic demographics, such as age, gender, location, income, and education level.  This one step can give your business an advantage over 50% of the marketers building a marketing plan!

A demographic profile is one of the very first things I do when working with a new client.  I completed one for a new client this month and I learned that more than 90% of their target market was female over 40 years old.  If I had presented brand identity and content based on the assumption of the target market, we would have missed the mark and lost opportunities. 

With 68% of consumers expecting personalized experiences, it is crucial to know who you are targeting and what pain points your business service or product solves for them.  This also helps determine the kind of content your target customer engages in and where they go for that content. 

US adults spend an average of 7 hours per day online, and search engines and social networks are consistently in the top three types of websites visited by every age group.   

A clear understanding of your ideal customer allows you to tailor your online branding to their needs and interests. 

Creating a Cohesive Brand Identity

Consistency is key to building brand identity. 

Creating and maintaining a consistent identity and message tone in all of your content and marketing creates trust and clarity and can increase your revenue by 20%.  Research indicates that 90% of potential customers want a similar experience with your brand across all platforms.    

Brand identity is more than just putting your logo everywhere; it includes consistency with colors, fonts, the tone of your message, the pain points of your target audience, and the values of your business in your messaging. 

A brand style guide is a great way to achieve consistency, particularly when multiple people are producing messaging and materials.  

Provide Value Through Content

Engaging and informative content builds trust and attracts attention. 

People like to buy, but they hate being sold.  Providing high-value content that solves a problem for your target audience via website, blog posts, articles, videos, and infographics will increase engagement and conversion rates...and it is more cost-effective than paid advertising.

Because most people begin their online browsing on a search engine, Search Engine Optimization (SEO) is essential in planning content that enhances visibility and attracts traffic.

Consistency and relevancy provide value.  I prefer to work from a content calendar to achieve this, and it is a shared document so that my clients always know what we have planned for at least 3-6 months in advance. 

A content calendar also helps when scheduling and promoting content across multiple platforms to maximize your potential reach.  For example, you may post a blog or video on your website, post a link to it on social media the following day, and include it in email marketing the following week. Keeping track of it all can become overwhelming without a content calendar.    

Leverage Social Proof and Engagement

Wikipedia defines social proof as a psychological and social phenomenon wherein people copy the actions of others in choosing how to behave in a given situation. 

Essentially, positive online feedback enhances reputation, and potential customers are more likely to believe in the quality of the product or service based on the experience others have had. 

Online customer reviews significantly influence potential customers and help them make a buying decision faster.  Responding to customer reviews also increases trust. 

88% of consumers would use a business that replies to all its reviews.

Customer reviews and a company's consistent responses also impact SEO ranking because they increase engagement and keep content fresh using relevant keywords. 

Be Committed and Adaptable

Using the key strategies we’ve outlined and forming an action plan will get you started on the journey to standing out.  Be persistent and track results such as website traffic, search engine rankings, social media engagement, and volume and frequency of customer reviews. 

Follow industry news and use analytics tools to stay current on social media and search engine algorithm changes. Be adaptable and update your strategy when changes occur. 

I am happy to provide your business with a free Review Report Card and Competitor Analysis, followed by a free 30-minute no-obligation consultation call to discuss the reports and key takeaways.